Jamaica is a treasure trove of cultural richness, bursting with creativity and artistic flair. Our music, tales, and visual artistry have captivated audiences worldwide, showcasing the immense influence of our small island on global culture.

Yet, when it comes to film, photography, and digital production, we’re lagging behind, not due to a lack of talent, but because of outdated technologies, clunky workflows, and limited access to the tools that define today’s industry standards.

Recently I had the privilege of working alongside an international production company on a project, and I was struck by the contrast between their production environment and what we typically see in Jamaica. Even a small-scale global production operated at a level that felt light years ahead of our top-tier local efforts.

The gap went beyond budget; it was a chasm of technology, efficiency, and workflow dynamics.

International productions leverage cutting-edge digital tools to streamline processes, minimise waste, and deliver seamless, high-quality results at a pace we simply cannot match.

During my experience I interacted with state-of-the-art cameras, automated lighting rigs, and remotely controlled imaging systems that enabled real-time adjustments. This not only ensured precision, but also enhanced efficiency and execution in ways that felt almost magical compared to our local methods.

To put it in perspective: On that foreign set, we achieved in one day what would usually take two, maybe two-and-a-half days in Jamaica. And it wasn’t because of a lack of skill among our local crews; it was the stark reality that many Jamaican professionals juggle multiple roles to save costs. While this might seem clever, it typically results in longer production times and escalated expenses down the line.

Then there was the game-changing integration of real-time editing. Imagine this: The photographer’s camera wired directly to the editor’s station, allowing for immediate colour corrections and lighting tweaks, and a fast flow of feedback. Gone was the checking the viewfinder repeatedly; instead, the editor was processing shots instantly. By the time we wrapped up the editor had already sorted through the top images from 2,000 shots — a feat that would usually take a grueling 24 hours back home.

Another revelation was the level of meticulous pre-production planning that went into every shoot. The shot list was not just a hasty outline; it was a detailed action plan containing specific angles, lighting set-ups, framing, and even the exact gear for each scene. Every moment from call time to wrap was accounted for, ensuring that no second was wasted.

In contrast, many Jamaican productions leave too much to chance, resulting in delays and re-shoots that could be easily avoided with better preparation.

I was also wowed by how still photography and video were masterfully captured at the same time. The photographer honed in on pivotal moments while the cinematographer delivered the scene’s fluidity. With multiple angles in play, both formats were perfectly synchronised, maintaining consistency in style and quality without needing additional shoot time.

The rapport between the photographer and cinematographer was nothing short of inspiring. Their constant communication ensured they never stepped on each other’s toes while working. The photographer was on fire, snapping multiple images per minute while seamlessly working around the cinematographer’s se-up. This synergy allowed them to eliminate the need for extra time or frustrating reshoots.

Further adding to this efficiency was the size and quality of the production space. The shoot took place in a spacious, well-equipped studio that could accommodate high-powered gear and allowed the 25 plus team to move freely. This kind of environment fosters creative expression without the physical constraints that often plague Jamaican sets, where limited space can restrict movement, angles, and equipment choices.

INVEST AND EMPOWER OUR CREATIVE SECTOR

There’s no denying it, Jamaica’s creative industry stands at a pivotal crossroads. I’ve spent the past 35 years roaming our local production landscape, and the sheer depth of talent I’ve encountered is nothing short of remarkable. Yet without modern tools and structured workflows, even our most gifted creatives struggle to compete on the global stage.

To change this trajectory, both Government and private-sector leaders must take decisive action. Grants, tax incentives, and targeted investments in cutting-edge technology are critical so production companies can build and maintain top-tier studios, equipment hubs, and training facilities. Our creative minds deserve every opportunity to refine their skills and showcase their work on the world stage, not from the sidelines, but from centre field.

A national commitment to digital cinematography, lighting automation, and live editing workflows is essential to our success. Partnering with international production houses can fast-track knowledge transfer and create a Jamaican workforce that’s globally competitive. In parallel, specialised certification programmes will ensure our film-makers and technicians have the credentials to secure high-level international projects.

Demand for quality content is soaring worldwide, and Jamaica has the potential to be a major player, only if we equip our creatives with the right tools. With a strategic push we can attract more global productions to shoot locally; boost exports of original Jamaican content; and create thousands of jobs in production, editing, cinematography, and digital media. Positioning our country as a premier hub for film, photography, and content creation would yield enormous economic benefits and help cement Jamaica’s place on the global cultural map.

But time is of the essence. Without rapidly modernising our technology and workflows, we risk falling behind in an industry advancing at breakneck speed. Countries already embracing sophisticated, efficient production processes will continue to outpace us.

Moreover, artifical intelligence (AI) is now reshaping the creative landscape, automating everything from video production to photo-realistic imagery at scale.

Artistic talent alone isn’t enough; creatives must be technologically adept and well-versed in integrating AI-powered tools. If we hesitate to adopt these innovations we’ll not only lose ground to traditional competitors but also fall victim to automated production models that can replicate outdated methods in an instant.

Globally, the creative economy is valued at around US$2.25 trillion, accounting for roughly 3 per cent of global gross domestic product (GDP), and it’s growing at an annual rate of about 9 per cent. Jamaica can tap into this surge, fuelling job creation, economic growth, and our own cultural influence, if we modernise our systems and empower our creatives.

The world is watching. Will we rise to the challenge?

Lisa Hanna is Member of Parliament for St Ann South Eastern, People’s National Party spokesperson on foreign affairs and foreign trade, and a former Cabinet member.

Lisa Hanna